Germany's Euro 2012 Performance Boosts Ad Value Of Team And Players

The German national team's trip to the semifinals of Euro 2012 "hugely increases its ad value," according to WERBEN & VERKAUFEN. The tournament in Poland and the Ukraine increases not only the ad value of the whole team, but often helps players "to receive millions in new sponsorship deals." Cologne sports-marketing company Sport+Markt estimated that German national player Mesut Özil earns "up to €4M ($5M) annually through sponsorship deals." German striker Thomas Müller is a great example of how important "a good performance during a big tournament" is. The "shooting star of the 2010 World Cup in South Africa" used to earn a maximum of €100,000 ($124,000) through sponsorship deals. Now through deals with supermarket chain Rewe, snack manufacturer Bifi (Unilever), dairy factory Alois Müller and adidas, the 22-year-old has increased this number to €2.5M ($3.1M) (WERBEN & VERKAUFEN, 6/28).